The trend toward shorter ingredient lists and replacement of artificial ingredients is helping boost market penetration and market share. This is particularly true when it comes to flavorants. Consumers are avoiding ingredients such as monosodium glutamate (MSG), adenosine monophosphate (nucleotide) and certain flavor compounds, especially artificial flavors. Many of these ingredients have been deemed—correctly or not—as unhealthful and even harmful.
Natural flavors might seem like the logical solution, but so-called natural flavors are complex; they can contain hundreds or more volatile constituents and are not always commercially viable. Many tend to be less stable than their synthetic counterparts.